I worked at an Ariat retailer for years. Their quality has gone down, their prices have gone up, and at the same time, a LOT of new competitors have shown up with comparable or superior offerings.
I love my Monacos - I still wear them 5 or 6 days a week and they are holding up beautifully. None of their high-end boots since have measured up. The Divino, which was meant to be Ariat’s answer to the $1k Italian boots on the market, was a total flop… they messed up the footbed fit and so the shoe itself was too narrow for 99% of consumers.
The Heritage boot was an okay option when they were $299, as for a long time there wasn’t much else decent on the market at that price point. Now those are $340 (plus tax) and are really of mediocre quality, but you can get a very nice boot, made in Italy, from DeNiro for $400 or $500, or a mediocre TuffRider boot for $250. If you have a $500+ budget I have no idea why you would buy Ariat - the leather quality and fit at other brands is far superior.
Plus, part of their business model is that unless a style is an absolute runaway hit, they change all the styles every few years. It’s a common fashion/retail strategy but it’s silly to do with tall boots, where trends don’t change often, people have strong opinions about what they like, and a pair should technically last you years. If you have an old pair of Ariats you love, by the time they need to be replaced, that style no longer exists - and all their boots fit differently - so you have to go shop around, and very well may find a better choice from another brand. Whereas Parlanti, for example, makes it easy - they just keep making those Miami boots, and people buy and re-buy as theirs wear out.